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Nearly all (98%) internet users in the UK would not be willing to pay the estimated £140 that it would cost each of them if the internet was not supported by digital advertising, new research has revealed.
In a survey that also found high levels of ad avoidance, video ad platform Ebuzzing based its estimate on a division of the UK’s digital adspend in 2013 (£6.4bn) by the number of UK internet users (45m), the Telegraph reported.
Based on the responses of 1,400 UK consumers, the study concluded that they are prepared to accept ads to avoid paying an extra £140, which is roughly equivalent to the compulsory BBC licence fee.
But that does not mean UK consumers warm to ads as they use the internet, Ebuzzing warned.
It found nearly two-thirds (63%) skip video ads “as quickly as possible”, which rises to 75% among 16-24 year olds, and 16% of all internet users employ ad blocking software.
Furthermore, over a quarter of all respondents said they mute their sound and one-in-five scroll away from a video, leading Ebuzzing to warn advertisers that they need to improve their formats.
“It’s clear the ad industry has a major role to play in keeping web content free, but we have to respond to what consumers are telling us,” said Jeremy Arditi, UK managing director at Ebuzzing.
“We need to get better at engaging, not better at interrupting,” he added. “That means introducing new formats which consumers find less invasive, more creative ads that are better placed, and giving consumers a degree of choice and control.”
More positively, the report also found that just over a third (34%) of respondents would be more likely to watch online video ads if they are personally relevant while one-in-five are open to “being able to select the ad I watch”.
Overall B2B advertising in the US dipped 0.5% to $10.2bn in 2013 according to a new study which shows the top 100 pulling away from everyone else.
Ad Age DataCenter’s analysis of measured-media spending data from Kantar Media – including estimates of spending across TV, internet (display ads only), magazines, newspapers, radio and outdoor – found that the top 100 B2B advertisers accounted for almost half of the total at $4.9bn. This represented a 3.4% increase on the previous year and stood in marked contrast to the remainder which registered a 3.8% fall in spending.
Advertising Age noted that this mirrored a trend already observed in the overall advertising market which had seen media spending rise fastest among the biggest advertisers (up 3.2% for the top 100, up 33% for 101-1,000 and down 6.6% for the smallest spenders).
Leading B2B advertisers were evidently being increasingly selective about their approach as they increased spending on internet display advertising, TV and outdoor but reduced it in all other media categories.
Internet was the fastest-growing medium for the top 100, up 25.3% in 2013, surpassing magazine spending for the first time. TV and outdoor rose rather more modestly, at 3.0% and 2.4% respectively.
Radio was hardest hit among the remaining media, as spending there declined 13.7%, while newspapers were also badly affected (-9.4%); magazines, however, fared relatively well, as expenditure in both B2B and consumer titles was down only 0.3%.
The top B2B advertiser in 2013 was Microsoft, whose spending jumped 34.6% to an estimated $290.6m. It was followed by Apple, whose B2B expenditure leapt 39% to an estimated $218.1m, and AT&T, up 6.6% to $201.3m.
The top ten B2B advertisers were rounded out by, in order, Verizon Communications, Google, Samsung, IBM Corp., Berkshire Hathaway, Intuit and Office Depot.
The New York Times
To most English speakers, “platform” is a noun. But among news organizations, it is quickly becoming a verb.
For publishers, the new meaning of “to platform” is something akin to: Take a traditional media company and add technology that allows readers to upload digital content as varied as links, text, video and other media. The result is a “publish first” model in which a lightly filtered, or unfiltered, stream of material moves from reader to reader, with the publication acting as a host and directing conversation but not controlling it.
If it does not quite eliminate the middleman, it goes a long way toward reducing his role, and some media companies view it as a way to enhance their relationship with readers while increasing content production at minimal cost.
Condé Nast Publications, for example, plans to allow a select group of writers to start posting on its Traveler website in mid-August as part of a series of experiments involving its magazines. At Time Inc., Entertainment Weekly has television fans posting updates on their favorite shows, and at Gawker, readers can engage with each other as well as with writers, completely uncensored.
There is broad range to just how much latitude readers get. USA Today still screens all the posts on its reader-powered publishing platform. People magazine has a feature that lets celebrities post freely to its website but only in an area under their own names. But in whatever form it takes, the trend is seen as unstoppable and full of risks.
“Done well, this is both inevitable and wonderful,” said Tom Rosenstiel, executive director of the American Press Institute. “Technology offers the possibility for a richer journalism today than before. This journalism is what I call organized collaborative intelligence.”
Nevertheless, “the challenge for journalists is to organize and triangulate all this input, to vet and verify and translate,” he said.
Platforming is not new to publications. Many digital publications, particularly those in niches like food or sports, have woven material posted by their audiences into their business strategy from the start. The cooking and community website Food52 has built a database of 29,000 recipes; about 90 percent of them came from readers.
Equally important, allowing readers to post their own description of a college sports game or a favorite recipe for chocolate cake is widely believed to make them more loyal and keep them on the site longer — something advertisers very much like to see.
Yet knowing these advantages, established publications, particularly those specializing in news, have flinched at making it possible for outsiders to upload raw content for fear that the publications’ reputations for reliability — which took decades to build — could be undermined easily.
Sites that are pure platforms have certainly faced such missteps; Reddit found itself in trouble after the Boston Marathon bombing when some of its users pointed a suspicious finger at someone who turned out to be the wrong man.
Programmatic platforms are on pace to fundamentally reshape the entire digital advertising landscape.
These platforms are automating much of the ad buying and selling process and increasing the accuracy of execution. Programmatic technologies are helping ad buyers find the right audience at the right price at the right time.
A new report from BI Intelligence finds that real-time bidding (RTB), a key piece of the programmatic ecosystem, will account for over $18.2 billion in U.S. digital ad revenues in 2018, up from just $3.1 billion in 2013.
In the report, BI Intelligence looks at the drivers of programmatic adoption, sizes up the programmatic market, and outlines the barriers that some advertisers and publishers face when adopting programmatic technologies.
Here are some of the key takeaways from the report:
- Programmatic and real-time bidding (RTB) ad spend is growing fast. RTB will account for over $18.2 billion of U.S. digital ad sales in 2018, up from just $3.1 billion in 2013, growing at a compound annual growth rate of 42%.
- Mobile and video ads will be a major driver of this growth, with RTB sales for these formats topping $6.8 billion and $3.9 billion in 2018, respectively.
- A number of companies are already cashing in on the growing programmatic market. Top programmatic ad companies include Criteo, Rocket Fuel, the Rubicon Project, and AOL. These four companies pulled in more than $1.5 billion in combined global ad revenue in 2013, accounting for more than one-tenth of global programmatic ad dollars.
- Prices for programmatic ads are increasing for almost all ad types, as demand outpaces supply. The effective cost per thousand impressions (eCPM) for social ads was up by 64% between January through April 2014, compared to the same time period one year earlier, according to Turn.
- There are still a number of barriers to adoption. Top barriers include brand worries that they will lose control over where their ads will appear, internal resistance at ad agencies, and lack of transparency in the industry over methods and results.
In full, the report:
- Sizes the market for programmatic/RTB spending.
- Breaks out the formats that will drive the biggest uptick in automated ad buying.
- Outlines the key factors driving advertisers and publishers to adopt programmatic technologies.
- Explains the players in the programmatic/RTB space.
- Looks at how pricing is trending for programmatic buys.
- Examines the barriers to widespread adoption of programmatic technologies.
The Wall Street Journal
After less than a decade of existence, smartphones and tablets this year will draw more money from advertisers than the centuries-old newspaper industry or the nearly century-old radio sector, a sign of just how rapidly technology is transforming media habits.
But given how much time Americans spend on their devices, mobile-ad spending could be much higher, an indication that marketers remain uncertain about the medium’s effectiveness.
Research firm eMarketer estimates that spending on mobile advertising, which includes both smartphones and tablets, will soar 83% to nearly $18 billion in 2014. Newspapers will draw nearly $17 billion, while radio will bring in $15.5 billion.
“As more eyeballs are going there in larger numbers, the dollars are starting to follow,” said Cathy Boyle, an eMarketer mobile analyst.
Still, the imbalance remains stark: American adults now spend almost a quarter of their media time on mobile devices, eMarketer estimates, yet this year’s spending growth will raise mobile’s share of the ad market to only 9.8%. By contrast, American adults spend only 2% of their media time reading newspapers but ad spending for the sector hangs just under 10% of the overall market, eMarketer estimates.
Print’s resilience reflects marketers’ preference for what they know, industry analysts say, and impact among certain retailers and luxury goods.
Radio’s share of the ad market has been eroded slightly in recent years, dropping to 8.6% this year from 10% in 2008, according to eMarketer. Television draws about 40% of adult media time and the same proportion of the ad market.
That mobile still draws a far smaller share of the ad market than of consumers’ media time reflects advertisers’ slowness to change, analysts say, as well as their unhappiness with mobile ad formats. A variety of new ad products for mobile have emerged recently that is helping jumpstart ad spending.
“Historically we’ve had these really basic, tiny little banners that were more of a nuisance,” said Angela Steele, chief executive of Ansible Mobile, a mobile-marketing firm owned by Interpublic Group of IPG -1.07% Cos. Now marketers have more options, like “native” ads that appear in stream and look like a publishers content or ads that prompt readers to go right to the app store and download a game, Ms. Steele says.
Questions about the effectiveness of mobile advertising persist. EMarketer polled a dozen marketers and digital ad experts, who gave the effectiveness of mobile display ads a “B-.” Other mobile ad formats fared better, like location-targeted ads, which received an “A-.”
“The location capabilities inherent in mobile are a big factor driving a lot of ad revenue into the mobile space,” Ms. Steele said. Marketers are excited about the idea of being able to serve ads on the smartphones of shoppers within the radius of a particular store, for example.
Other media isn’t giving up their fight for dollars. Longtime radio executive Jeffrey Schwartz, executive vice president of Yahoo Sports Radio, says that older platforms still have use to advertisers.